With social media, marketing for architectural firms becomes more powerful and subtle than ever. For these networks allow Architects to introduce themselves to the market, build a relationship with the audience, share their work, and target prospects with relevant ads. All that internationally!
Which brings us to the real power of social media marketing: the ability to communicate with prospects at different awareness levels. Advertising campaigns usually attract people who are looking for architectural services, missing on those who don’t have a project yet but are planning a construction or renovation in the near future. And social media marketing allows architectural firms to connect with the latter group and build a relationship. And when the time comes, the choice is obvious.
The strategy is definitely worth consideration. So here are some of the best channels for architectural firms to include in a marketing strategy.
1) Facebook for Building a Community
The network is a goldmine with its 2.32 billion monthly active users and incredible targeting options, including such criteria as age, gender, parental status, interests, and more. Architectural firms can build a community there and gain people’s trust by providing valuable information. As for the advertising options, Facebook has a range of ads formats to meet the needs of any strategy.
As a website focused mostly on images, it’s an excellent choice for conveying the visual impact of architectural solutions. For the same reason, it requires that all the imagery, videos, and 3D animations look impeccable. In fact, nothing less than “gorgeous” will do in such fierce visual competition.
The unique feature of Instagram is that it allows for more lively and informal communication. Architectural firms can use the network to showcase their portfolios, start discussions and even speak from the construction sites through Stories.
Being the second largest search engine, Youtube is the first choice for video marketing. For this is the place where 1.9 billion monthly active users come for new ideas, inspiration, and advice. Moreover, videos and architectural animations allow targeting prospects at different awareness stages – by highlighting the competitive edge of the company, taking viewers to the construction site, sharing tips, showing how a project is prepared and many more.
The platform is a perfect place for architectural firms to build authority, share knowledge, show off portfolios and engage with the audience. Which is quite considerable: Houzz counts 40 million users and has 25 unique monthly visitors. For prospects, the platform serves as entertainment and a shopping case. For while looking for inspiration, people can add pictures of goods and projects into their ideabooks, make purchases or even contact the architectural firm who worked on the inspiring project the viewer saw.
Marketing for architectural firms should definitely include a presence on Linkedin. The platform caters to a promising audience of 590 million users, with 40 million people being decision makers in their companies and 61 million – senior-level influencers. Which means that a professionally filled profile with an appealing portfolio, plus systematic networking efforts can help to land major architectural projects.